The ethos of the volunteer hero and stereotypes about Africa in humanitarian discourse
DOI:
https://doi.org/10.15448/1984-4301.2021.4.39842Keywords:
Discourse Analysis, Ethos, Stereotype, Validated scene, Humanitarian discourseAbstract
This article analyzes the video “How to get more likes on Social Media” in order to describe the construction of the ethos of the volunteer as a hero and the stereotypes about Africa presented in the video. The analysis is based on the notions of ethos, scene validated (MAINGUENEAU, 2006, 2010, 2015, 2020), and stereotypes (ALLPORT, 1979; AMOSSY; PIERROT, 2001; GATTI, 2014; BURKE, 2017). The video was produced by the Norwegian Students’ and Academics’ International Assistance Fund (SAIH), a politically independent international humanitarian agency that promotes access to education in different countries. The agency criticizes the simplified, reductive, and often pejorative way in which Western media, humanitarian organizations, and academic discourses disseminate information about Africa. Against these simplifications, the agency carries out campaigns that problematize these stereotypes, as the video analyzed. The results show that the campaign establishes two images: an ethos of a good and well-meaning hero versus stereotypes of Africans as passive, poor, and sick.
Downloads
References
ALLPORT, Gordon Willard. The nature of prejudice. Nova York: Basic Books, 1979.
AMOSSY, Ruth; PIERROT, Anne Herschberg. Estereotipos y clichés. Buenos Aires: Eudeba, 2001.
BRUNS, Axel; BURGESS, Jean. The use of Twitter hashtags in the formation of ad hoc publics. In: THE EUROPEAN CONSORTIUM FOR POLITICAL RESEARCH (ECPR), 2011, Reykjavik. Proceedings of […]. Reino Unido: ECPR, 2011. p. 1-9.
BURKE, Peter. Testemunha ocular: o uso de imagens como evidência histórica. São Paulo: Ed. UNESP, 2017.
CAPARRÓS, Martín. Voluntarismo: o risco do turismo de voluntariado que movimenta milhões. El País, 20 dez. 2018. Disponível em: https://brasil.elpais.com/brasil/2018/12/11/eps/1544541087_701313.html. Acesso em: 17 dez. 2020.
COURTINE, Jean-Jacques; MARANDIN, Jean-Marie. Que objeto para a Análise do Discurso? In: CONEIN, Bernard et al. Materialidades discursivas. Campinas: Ed. UNICAMP, 2016. p. 33-54.
GATTI, Márcio Antônio. Estereótipo e pré-construído: é possível uma articulação? Revista Signótica, [S. l.], v. 26. n. 2, p. 397-414, 2014.
MAINGUENEAU, Dominique. Cenas da enunciação. Curitiba: Criar, 2006.
MAINGUENEAU, Dominique. Discurso e Análise do Discurso. São Paulo: Parábola, 2015.
MAINGUENEAU, Dominique. Doze conceitos em Análise do Discurso. São Paulo: Parábola, 2010.
MAINGUENEAU, Dominique. Variações sobre o ethos. São Paulo: Parábola, 2020.
MARQUEZ, Israel; ARDEVOL, Elisenda. Hegemonía y contrahegemonía en el fenómeno youtuber. Desacatos, México, n. 56, p. 34-49, abr. 2018.
HOW TO GET more likes on Social Media. Animaskin [S. l.], 2017. 1 vídeo ((1min 27seg). Publicado pelo canal SAIH Norway. Disponível em: https://www.youtube.com/watch?v=7c9 mwY31iMI. Acesso em: 8 ago. 2020.
SHOHAT, Ella; STAM, Robert. Crítica da imagem eurocêntrica: multiculturalismo e representação. São Paulo: Cosac Naify, 2006.
VIEIRA, Francisco Sandro Silveira. Do eurocentrismo ao afropessimismo: reflexão sobre a construção do imaginário da “África” no Brasil. Em Debate: Revista do Departamento de Serviço Social PUC-Rio, Rio de Janeiro, n. 3, p. 1-15, 2006.
VISENTINI, Paulo Fagundes. Da marginalização ao “renascimento africano”. In: VISENTINI, Paulo Fagundes; RIBEIRO, Luiz Dario Teixeira; PEREIRA, Analúcia Danilevicz (org.). História da África e dos africanos. 3. ed. Petrópolis: Vozes, 2014. p. 145-187.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Letrônica
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright
The submission of originals to Letrônica implies the transfer by the authors of the right for publication. Authors retain copyright and grant the journal right of first publication. If the authors wish to include the same data into another publication, they must cite Letrônica as the site of original publication.
Creative Commons License
Except where otherwise specified, material published in this journal is licensed under a Creative Commons Attribution 4.0 International license, which allows unrestricted use, distribution and reproduction in any medium, provided the original publication is correctly cited.